Sept. 12, 2024 — A new report from The Vision Council (TVC) reveals that 52% of American consumers consider "Made in the USA" labeling an important factor in their purchasing decisions, with many willing to pay more for products carrying the designation. The report, Focused inSights 2024: Consumer Perception and Sentiments on “Made in the USA” Products, provides a detailed look at how U.S. consumers view domestic manufacturing, particularly for eyeglasses and sunglasses frames.

Conducted between Aug. 7-29, 2024, with 1,500 adult participants, the survey sought to understand how consumers perceive "Made in USA" claims amidst a shifting global economy.

Key findings from the survey include:

• Forty-four percent of consumers say they often or always buy American-made products.
• When it comes to purchasing American-made eyewear, 45% of respondents are willing to pay at least 5% more.
• Consumers identified assembly, craftsmanship, quality testing, and design as essential criteria for eyewear to be considered "Made in the USA."
• Most respondents did not see the use of minor American-made components, such as screws, as necessary for a product to earn the "Made in the USA" label.
• When asked about a hypothetical scenario where eyeglasses were made in the U.S. using imported raw materials, 75% of respondents still considered the products to be "Made in the USA."

The findings suggest that consumers are more flexible than current federal guidelines when it comes to labeling products as American-made. Under existing regulations, products must be made almost entirely from U.S. materials to carry the label, explains TVC vice president of membership, government relations & technical standards, Michael Vitale. However, TVC's research indicates that many consumers are comfortable with products being labeled "Made in the USA" even if they include imported components.

“When presented with scenarios where American factories used imported materials, most respondents still viewed the products as American-made,” says Vitale. “These findings highlight the need for ongoing advocacy to better align federal definitions with consumer sentiment, ensuring that labeling standards reflect American perceptions and allow for greater clarity in the marketplace.”